2. ABOUT THE COMPANY
• McDonald’s Corporation, known as McD, started it business
from 1940.
• McD primarily sells hamburgers, cheese burgers, chicken
products, and french fries.
• McD is the world's largest chain of fast-food restaurants with
more than 31,000 local restaurants serving more than 58
million people in 118 countries each day.
• Low price, speed, service and cleanliness became the critical
success factor of the business.
3. ABOUT THE COMPANY
• McDonald’s philosophy of QSCV (Quality, Service, Cleanliness
and Value) is the guiding force behind it’s service to the
customers in India.
4. SERVICE dimensions
TANGIBLES:The ambience of the outlet was appealing. It was clean enough
with properly aligned furniture.
The advertisement banners and hangings were very creative and
communicative.
There were not enough counters for billing as it is hard to stay
inside the Restaurant during weekends and at first floor air
conditioner was not working properly.
5. SERVICE dimensions
Reliability: The staffs despite of the big queues were processing the
order taking effectively.
They were well trained to render the services accurately.
During that period they were not accepting Credit and Debit
Cards due to some technical issues and it was not working
since last one week.
6. SERVICE dimensions
empathy: The frontline staffs exhibit good manners & were very
friendly.
They were greeting prior to the order taking. They were quite
patient in explaining the new offers to the unaware customer.
We were told by customers that they are satisfied with the
empathy trait of the service.
Just during the peak hours the interpersonal interaction was
less with the customers.
7. SERVICE dimensions
responsiveness: The staffs were very prompt in order taking, complaint
handling, request handling & well informing the customers.
They provided a good experience to customers. But a
problem arises when some of the training staff can’t speak
other language except Tamil and also during the peak hours
the staff’s efficiency reasonably decreases.
8. SERVICE dimensions
assurance: They were providing assured quality food & were keeping up
the promises of services delivery i.e. quality food at
affordable prices.
We interacted with customers and they were quite satisfied
with the food quality of McDonalds.
Keeping aside the food quality we also want to put light upon
service delivery assurance which we can certainly doubt upon
as they were messing up with the order taking.
9. SERVICE GAP & RECOVERY
During the first visit at Mc Donald’s they were playing Tamil
songs and we asked them to play either English or Hindi
songs, they replied that they won’t be able play either of the
songs. Recovery- But during second visit we found that they
were playing one Tamil song followed by latest Hindi and
English song.
We also noticed the order taking and delivery of orders of the
customers in the outlet. Twice they messed up the order
which they had to correct after the customers complaint. The
Coke Float that we ordered was not chilled at all, so we
complained regarding same. Recovery-The staff responded
quickly by offering a new glass of Coke Float with proper ice
cubes.
10. SUGGESTIONS
During weekends due to huge walk-ins ,staffs interaction with
customers was less .They should work on this issue to
maintain their service quality & customer satisfaction.
Our bill was mismatched and in place of Coke Float they have
mentioned Iced Tea , when asked they told us that price of
Coke Float is not updated in their system. So they must have
to update their system to overcome bill mismatch issues.
11. SUGGESTIONS
Some of their staffs were not comfortable with other
language except Tamil. So, Management must train them
with the basic knowledge of English & Hindi.
12. CONCLUSION
McDonalds is providing its customers good quality food
products. Though not wide but its product line is quite
impressive. It includes meals for both Vegetarian and NonVegetarian and satisfies both sections of customers.
McDonalds is also providing its customers comfortable
ambience.
Summarizing all points we conclude that McDonalds
maintains its consistency in taste and quality with value for
money.
